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Have You Seen This Chimp Around Town?

The clever ad strategy is a shining example of social media buzz done right


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San Francisco-based MailChimp, which manages online marketing campaigns, launched its advertising campaign with a fun billboard idea that quickly morphed into a unique experiment that would engage their current customers and intrigue new ones with something out of the ordinary.

Without the intent to sell, the winning idea was to use the face of their mascot, Frederick von Chimpenheimer IV (Freddie), simply acknowledging passersby with a light-hearted wink. Pleased with the success of their original billboard, they expanded their campaign into several markets across the country, including Chicago, San Diego, Minneapolis, Nashville, and Detroit, and it didn't take long to get noticed. Twitter and Instagram soon exploded with activity as soon as the billboards went up.

For more on the company's the social media strategy, head to MailChimp's blog for details.

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San Diego Magazine's editorial staff (Erin Chambers Smith + Erin Meanley + Kimberly Cunningham + Archana Ram + Sanna Boman Coates + a handful of smart, thoughtful contributors) blog about everything from restaurants and bars to behind the scenes gossip to the best events happening this weekend. Looking for foodie and restaurant guru Troy Johnson? He's got his own blog here.

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